Artem Makarov, Business Development Russia, Trademob

Fostering Success with mobile RTB and accurate tracking

Berlin � New York � London � Moscow

Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com

Inefficiencies in the Mobile Games Advertising Market Comparing 2011 and 2012 game facts from the US

0% 5%

10% 15% 20% 25%

PC/Mac Consoles Mobile devices

MMOs Casual Social

2011 2012

Time spent on Games

+4% +26%

Year Growth

Money spent on Games

+1% +1%

Year Growth

Source: newzoo.com

0% 10% 20% 30% 40%

PC/Mac Consoles Mobile devices

MMOs Casual Social

2011 2012


Problems: New gamers engagement

Heavy gamers maximization

More than 423,700,000 active gamers globally

Welcome to the Jungle!

Multiple ad networks, complicated tracking & opaque reporting need a lot of time, money and effort to handle

Is new gamers engagement easy? Trademob GmbH ▪ Friedrichstraße 126 ▪ D-10177 Berlin ▪ www.trademob.com

Your Daily Routine as Mobile Advertiser

More ad networks…

SDK Integration

SDK Integration

SDK Integration

SDK Integration

CPC CPI CPA 0,07 1,50 ?

CPC CPI CPA 0,07 ? ?

CPC CPI CPA 0,07 ? ?

CPC CPI CPA 0,07 2,00 ?

More SDKs…

More reporting dashboards

INSTALLS

COST PER USER

Steps to advertise an

app

Many tracking SDKs necessary

Unclear tracking & reporting

No optimization Fragmented market

Set Campaign Optimization to

Autopilot?


Problem 1 New gamers engagement


App discovery: A challenge for marketers Your app competes with over 800,000 other apps in the App Store

The top 1% of apps get 50% of

downloads. 60% of apps don’t get

downloaded at all.

53% of app downloaders learned about the app through

a search in the App Store.

50% of App Store browsers go straight

to the Top Charts.

App discovery: a high ranking is key… ... to stand out from the other 800,000 apps in the App Store

smartBoost in a nutshell: •  smartBoost is an iOS push campaign

designed to boost the App Store ranking of your app.

•  A smartBoost campaign lasts 3-7 days and will generate thousands of downloads for your app.

•  Tracking of paid and organic downloads.

•  smartBoost is available in 34 countries worldwide.


Investment volume

Paid downloads

Ranking

Organic downloads

2. Pre-flight testing 3. Executed boost 4. Long-term strategy/after-burn effect

Smaller investments across ad networks and media partners to identify best performing traffic sources and publishers.

High investment in ad networks, recommendation apps and special media partners during 72 hours with peak on third day. Ranking & downloads are tracked in realtime and budget allocation is adjusted to achieve volume targets.

1. Planning

Detailed campaign planning: •  Budget •  Countries •  Timing •  Suppliers used •  Special placements

Continued medium and smaller investments in ad networks to keep momentum of high ranking and maximize organic downloads.

5. Tracking of paid and organic downloads, monitoring of results & identification of ROI-maximizing rank

Days Weeks 1

2

3

4

5

6 7 2 3

4

5

6 7 8 9

How smartBoost works Planned and well syndicated boost campaign across many traffic partners


We think long-term:

•  Subsequent, smaller investments keep your app visible for several days •  Leverage the full potential of your campaign and maximize organic downloads •  Analysis of achieved bought and organic users in real time •  Analyze the exact ROI for your campaign and identify the best App Store charts

ranking for your needs

To get to the top, your costs will grow exponentially. So,

you need to analyze results & identify the

best spot for your app.

What makes smartBoost smart


Detailed campaign data and sophisticated optimization for maximum results

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Multi-level campaign optimization eliminates inefficient ad spend and investment in useless or fraudulent clicks. Level 1 Level 2 Level 3 Level 4

Clic

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clic

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Level 5

Overall CPI reduction of

70% on average.

Recap: optimization during pre-flight test


App Store ranking boost campaign for iOS in 18 countries

Case Example

Aim: Achieve high charts ranking

App model: Free

# Countries: 18

Platform: iOS

Time: 2 weeks

Vertical: Game

Total Budget: 62,485 €


Development of App Store charts ranking visualized for 5 countries of boost

Campaign results: top rank in 18 countries

Mexico

Germany Spain

Canada Before: 45 After: 5 Before: 41 After: 1

Before: 39 After: 2

Before: 43 After: 3

Brazil

Before: 18 After: 1


Well planned & executed boost in 18 countries generated >270,000 new users

Campaign summary

Countries: 18 Budget: 62,485 € Ranking achieved: 1 (x14)

2 (x1) 3 (x1) 5 (x2)

Total # Clicks: 578,436 eCPC: € 0.11 # Installs: 161,306 CPI: € 0.39 # Organic installs: 112.914

# Total installs: 274,220

Effective CPI : € 0.23


Problem 2 Heavy gamers engagement

Heavy gamers The golden users many games owners dream of

•  Returning, engaged users.

•  Often account for a large proportion of overall in-app revenue.

•  Typical user group for a gaming app.

•  “Golden users”.


Heavy gamers: the key to success Small user group accounts for majority of in-app revenue

30%

15%

55%

Medium gamers

Heavy gamers

Low gamers

60%

30%

10%

Revenue split by user group User groups based on retention rate

Medium gamers

Low gamers

Heavy gamers


30%

15%

55%

19

How to target your heavy gamers?


The mobile RTB process

Supply-Side Platform (SSP)

1. Ad request 2. Bid request

Demand-Side Platform #1 (DSP) € 0

DSP #2 € 1

DSP #3 € 0.75

DSP #4 € 2

3. Bids

5. Ad call

IMPRESSION

4. Winning ad code

6. Ad serve @ €1 CPM

User :

Male, 20 yo, DE, interested in

games and travel apps

Publisher, e.g. Angry Birds, with

available impression


In 6 easy steps; all in less than 100ms


How RTB helps marketers on a daily basis?

Technology in a Real Life

RTB Audience Targeting Re-Marketing

Ø  REACTIVATE client users with low activity

Ø  Drive users to COMPLETE abandoned transactions on mobile Web or in-App

Ø  PROMOTE the best offers to most active users

Ø  Target NEW USERS by blacklisting existing users

Ø  INTEREST GROUP TARGETING: target relevant interest groups

Ø  AUTOMATIC PERFORMANCE OPTIMIZATION (CPI) by using machine learning tools

The Power of Data


Push users down the sales funnel and maximize engagement and monetization

Fuel your heavy user base

Increase ARPU by up

to 200%

Re-Engage 70-90% of your untapped user

base


Three steps to maximize heavy users The perfect trio for maximizing your game marketing success

iOS smartBoost

Trust our expertise:

260 - smartBoost campaigns

230 - Times we’ve pushed an app into the top 25

34 - Countries we’ve run a smartBoost campaign

0 - Unhappy clients

•  Gain high volumes of gamers with mobile RTB performance advertising

•  Maximize ROI with Audience targeting and Re-Marketing

•  Benefit from up to 70% lower user acquisition costs (CPI)

•  Re-Engage 70-90% of your untapped user base

Engage new gamers with smartBoost

Mobile RTB - target your key audience

•  Get 100% transparent tracking for your mobile app marketing

•  Monitor your custom user actions, CLV & campaign ROI

•  Receive detailed reporting via dashboard or raw data export

•  Use the Analytics for free

Accurate Mobile Marketing Analytics


Contact us!

Americas & UK

John Rankin +44 7776 333 888 +1 415 539 6794 [email protected]

Germany Fabian Schaeffer +49 30 202 1575 15 [email protected]

Russia Artem Makarov +7 963 998 58 00 [email protected]

Ready to boost your games?